Gap in the market
December 1, 2008
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Jingles sell tops
Clothing retailer Gap has launched a major holiday promotion. The new campaign features a host of celebrities – including singer Ashanti – wearing its New Holiday Classics in print ads. Central to the online and broadcast side of the campaign is a selection of traditional carols exclusively remixed and performed by a wide range of actors, musicians and comedians which hit cinemas on 14th November.
The Dixie Chicks and Sandra Bernhard sing ‘Deck the Halls’ (at least we think Bernhard is singing here), while Jon Heder and new Atlantic artist Janelle Monáe perform a unique version of ‘Winter Wonderland’. A range of other stars kitted out in Gap clothing feature in the series of seasonal commercials – such as actress Selma Blair and actor Jason Biggs – singing ‘Baby Its Cold Outside’, and ‘We 3 Kingz’. In addition the complete cast comes together for a special performance of ‘Jingle Bells’.
The online element of the campaign features all the videos outlined above linked to options to purchase items seen on the stars. Plus visitors to the Merry Mix It site will be able to edit a remixed version of ‘Jingle Bells’ – which has been exclusively recorded for Gap by Flo Rida and Trey Songz – and create their own accompanying video. Various clips of the cast members featured in the commercials are available and can be pieced together to create a unique viral version of the Jingle Bells ad. This personalised holiday greeting card can then be passed onto friends and family.
So what?: Gap ads tend to all fall under the same umbrella, much like Apple ads do. You know its Gap long before any logo appears. The clothing retailer has utilised music across a wide range of stars. There was the high profile Madonna and Missy Elliot ‘Into The Groove’ campaign, as well as appearances from Joss Stone, Mary J Blige, Aeromsith, Daft Punk and Julliette Lewis. The last outing for Gap was the Sound Of Colour promotion which featured original compositions by The Raveonettes, Swizz Beatz, and Marie Digby, with each artist creating a track based on a colour hue.
Gap’s holiday collection is still all about mixing colours and patterns (it’s an argyle overload all round), but the emphasis is more traditional here. It an eclectic mix of stars, a bit like Christmas morning itself – you’ve never quite sure what you’re going to get. Janelle Monáe is a relatively new artist and this is a good showcase platform for her. The Dixie Chicks add the all-round-the-fireplace feel of a warm woollen scarf, while Flo Rida and Trey Songz give it all a ‘Christmas in Hollis’ edge. It may be predictable – a bit like getting socks at Christmas – but everyone needs socks, right?
“Hmmm….sounds like corporate tap dancing to my ears. I would implore Gap to take a long, self-reflective look at their “Mix it Up” tag line and apply it to their marketing strategy. Nevertheless, it’s been 4 years since Napoleon Dynamite and still I find myself strangely attracted to Jon Hedder’s hot dance moves. Meow!”
Abby Caperton, Design and Trend Consultant
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